Fairtrade Month May 201 A guide to resources for businesses index Campaign concept Campaign messaging Logo and slogan Personalized emails Web and blog content and banners Videos Social media content and photos Print and POS assets 2 3 4 5 6-7 9-12 13 Feed empowerment. Choose fairtrade.
Fairtrade Month This year s Fairtrade Month in May is about building positive connections between the consumers that buy products, and the producers that make them. It highlights the fact that choosing Fairtrade products feeds empowerment for more than 1.66 million farmers and workers in the Global South who are part of the Fairtrade system, giving them better wages, safer working conditions and a healthy environment. It s a great opportunity to talk to your customers about transparency in your supply chains, your links to farmers and workers, and how you work with Fairtrade. Feed empowerment. Choose fairtrade. Page 2
campaign messaging It s Fairtrade Month. Feed Empowerment and choose Fairtrade! This year we re inviting you to feed the empowerment of farmers and workers to get a fairer deal. The people who grow the things we love to eat, drink and wear deserve to be paid fairly for their work. With a stable income they can invest in their communities and break the cycle of poverty. Through Fairtrade, farmers have the chance to educate their children, improve their housing, keep their families healthy, and participate in projects to benefit their local communities. They can invest in their farms to improve quality and earn more for their crops. Fairtrade can transform whole communities, but only if enough people choose it. Page 3
fairtrade month logo and slogan Feed empowerment. Choose fairtrade. Feed empowerment. Choose fairtrade. Use the Fairtrade Month logo when promoting any activity relating to Fairtrade in the month of May posters, end cap signs, online, print, flyers and more. Allow either a square of white space around the logo or a neutral coloured background if the logo is close cropped. The Feed Empowerment slogan should be used in conjunction with the Fairtrade Month logo. Ensure that lettering is on a neutral coloured block if background is busy. For additional logo colours, go to the Material & Resources section of fairtrade.ca/materials. Page 4
Personalized Emails Fairtrade Month for Customers (B2B) Email your business customers who sell Fairtrade products to let them know how they could take advantage of Fairtrade Month. Use our sample text below or draft your own. Fairtrade Month for Consumers (B2C) Reach your consumers and supporters. Remind them about your Fairtrade product range and how to get involved in activities or take advantage of offers with your brand. Use our sample text below or draft your own. Subject line: Get ready for Fairtrade Month this May! [Company] is inviting you to take part in Fairtrade Month 201 Dear [name] Subject line: Get ready for Fairtrade Month this May! [Company] is inviting you to take part in Fairtrade Month 201 Dear [name] DOWNLOAD FAIRTRADE MONTH ASSETS NOW DISCOVER [COMPANY] FAIRTRADE OFFERS/PRODUCTS [Company] is inviting you to take part in Fairtrade Month. From May 1-31st, 201, you can get involved in this Canadian-wide campaign to remind your customers, business partners, and employees about the good that your Fairtrade [coffee] does. Fairtrade campaigners, supporters, churches, towns, universities, retailers, and partners will be taking part in events, talks and promotions across the country raising awareness about what Fairtrade is and does. We d love [personalize] to join in and experience the engagement and energy of Fairtrade Month! What Fairtrade delivers Fairtrade Month is an opportunity to tell your audiences about your Fairtrade certified products and about how they FEED EMPOWERMENT. Let them know how farmers and workers who grow the [coffee] we [drink] deserve to be paid fairly for their work. This provides them with a stable income where they can invest in their farms to improve quality and earn more for their crops. Farmers have the chance to educate their children, improve their housing and invest in clean water to keep their community and environment healthy, and as a result transform entire communities. Here s how to take part You can download [link] powerful images for social media or make your own posters and digital banners with ready-made copy and headlines. Use our hashtags #FairtradeMonth, #FeedEmpowerment, #ChooseFairtrade and #MayisFairtradeMonth to join the conversation and include a link to your website. Our handy Guide is included to show you what s available and provide inspiration. Kind regards, [Company] is inviting you to take part in Fairtrade Month. From May 1-31st, 201, you can get involved in this Canadian-wide campaign to have fun and find out about the good that choosing [your brand of coffee] with the FAIRTRADE Mark does. What Fairtrade delivers Our Fairtrade range [link to your website] is [background and product names or offers or events]. Farmers and workers who grow the [coffee] we [drink] deserve to be paid fairly for their work and with a stable income can invest in their farms to improve quality and earn more for their crops. Farmers have the chance to educate their children, improve their housing and invest in clean water to keep their community and environment healthy, and as a result transform entire communities. Across the country, Fairtrade campaigners, supporters, churches, towns, universities and retailers will be taking part in events, talks and we d love [personalize] you to join in and [try our range or come to our event or take part in our competition] from May 1-31st, 201. We ll be using the hashtags #FairtradeMonth, #FeedEmpowerment, #ChooseFairtrade and #MayisFairtradeMonth on our social media channels. So join the conversation and show your support for Fairtrade and [Company]. Kind regards, Page 5
web and blog content Use our banners, photos and text with a link to your Fairtrade products or showcase them on a landing page for the month of May. Here s some more inspiration: Run a competition to win Fairtrade products with questions about Fairtrade and your business. Showcase your Fairtrade products you can use information from our fairtrade.ca website to talk about impact for farmers and workers. Blog about the country and co-operatives your Fairtrade products come from. Hold a tasting event with customers or your team. Tell the story of the Fairtrade Premium and what producers often spend it on. Helen as Health Foods LATEST POSTS Fairtrade Month May 1, 201 Leave a comment We re inspired by Fairtrade Month that starts today! To celebrate, we re making a coffee cake with Fairtrade ingredients cocoa, chocolate and sugar from Fairtrade farmers and workers - that are for sale in our store. We want to highlight the fact that many farmers and workers still live in poverty, and choosing Fairtrade is one way to empower them. Here s the recipe... Page 6
web and blog banners Choose from our selection of web and blog banners or create your own using our campaign messaging, logo, and other materials found on the Fairtrade Canada website. Female banana farmer in a factory Male coffee farmer working outdoors Female coffee farmer in a field Female farmer posing out a window YOUR LOGO HERE [Company s] Fairtrade products are making a difference. Get ready for Fairtrade Month this May! We re inviting you to get ready to support Fairtrade farmers and workers to get a better deal. We re proud of our range of [Fairtrade products]. The people who grow the things we love to eat, drink and wear deserve to be paid fairly for their work. With a stable income, they can invest in their communities and break the cycle of poverty. Through Fairtrade, farmers have the chance to educate their children, improve their housing and invest in clean water to keep their community and environment healthy. Page 7
Fairtrade videos Video is a great way to share the Fairtrade story on your website or in your social media. You could upload video of a Fairtrade event you re holding or demonstrate a popular recipe. If you don t have ready-made content, you can link to these Fairtrade videos below. What is Fairtrade? Meet Samuel, a Fairtrade coffee farmer from Kenya (VR Film) For more videos from Fairtrade Canada, go to fairtrade.ca/fairtrademonth. Fairtrade Matters Page
social media Posts and hashtags Make it easy to find, follow and contribute to the conversations happening during Fairtrade Month by using the hashtags #FairtradeMonth, #FeedEmpowerment, #ChooseFairtrade and #MayisFairtradeMonth. Here s how you can stand out with your social media during Fairtrade Month: Using hashtags greatly increases engagement so make sure you use them consistently throughout the campaign. Post several times a week over the 4 weeks in May, especially when your customers are online. Monitor the hashtags for relevant content you might share on your channels. Add your voice! Show the people behind your brand by live-tweeting or using live video to boost interest. Let Fairtrade Canada know what your plans are so that we can help share them. Don t forget to keep an eye on Fairtrade Canada s social channels for content you could re-share, and tag us @FairtradeCanada to let us know what you re up to! Page 9
facebook photos and posts Get ready for Fairtrade Month by using our hashtags, photos, and post ideas like the ones below for your Facebook or LinkedIn business pages: #ChooseFairtrade during #FairtradeMonth and help transform entire communities. #FeedEmpowerment during #FairtradeMonth this May. During #FairtradeMonth, #FeedEmpowerment so that farmers and workers get a fair deal. Some of your favorite breakfast items like bananas, coffee, and tea aren t grown locally and come from farmers and workers in the Global South. #MayisFairtradeMonth so show support for farmers and workers and #ChooseFairtrade. #FairtradeMonth #FeedEmpowerment #ChooseFairtrade #MayisFairtradeMonth Page 10
Twitter photos and posts Update the header photo of your Twitter profile page and tweet or retweet to your followers with our photos, hashtags and text. Don t forget to include a link to your Fairtrade products! Let s make a point to #FeedEmpowerment instead of the exploitation of farmers and workers by making sure that we #ChooseFairtrade. During #FairtradeMonth, farmers and workers will get paid what they deserve if you #ChooseFairtrade for your favorite food and drink. #MayisFairtradeMonth. When you #ChooseFairtrade, it means better wages, safer working conditions and a healthy environment. #FairtradeMonth #FeedEmpowerment #ChooseFairtrade #MayisFairtradeMonth Fairtrade helps #FeedEmpowerment for farmers so they can educate their children, improve their housing, and earn more for their crops. Page 11
instagram photos and posts Use our photos, hashtags and text for ideas to help you talk about Fairtrade Month. It s #FairtradeMonth! #FeedEmpowerment so farmers and workers get better wages, safer working conditions, and a healthy environment. #ChooseFairtrade. Get ready for #FairtradeMonth in May! #ChooseFairtrade so that farmers and workers can feed their families, save for their future and invest in their communities. May is #FairtradeMonth and we re inviting you to #FeedEmpowerment for the farmers and workers who grow the things we love to eat, drink and wear. #FairtradeMonth #FeedEmpowerment #ChooseFairtrade #MayisFairtradeMonth Page 12
print and pos assets We ve created a whole suite of digital assets to help you get ready for Fairtrade Month! Use our end cap poster, hanging sign or shelf wobblers to highlight Fairtrade products at a retail store. For an event or activity, use our poster or print some of our banner photos to have on display. You can also create your own POS assets using our Fairtrade Month photos, logo and slogan. Contact retail@fairtrade.ca to get more information on our retail digital assets, or go to fairtrade.ca/materials. Through Fairtrade, we received training around soil conservation and how to manage the impacts of climate change. We obtained better knowledge and support for plot diversification and organic production. Mauricio Gabarrete Flor del Pino coop, Honduras Feed empowerment. Choose fairtrade. fairtrade.ca/fairtrademonth Page 13
Feed empowerment. Choose fairtrade. Fairtrade Canada 00-250 City Centre Avenue Ottawa ON K1R 6K7 T: +1 613 563 3351 E: info@fairtrade.ca fairtrade.ca Photography credits: Sean Hawkey